St Ali

St Ali to host coffee creation masterclass

St Ali will host two coffee creation masterclasses at the Mercedes me store in the Melbourne CBD on 25 May. The classes will include three 45-minute lecture and lab-style workshops where St Ali’s team will cover the secrets to brewing, pouring, cupping, and more.
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Barista Hustle

Barista Hustle partners with US start-up Fellow

Australian platform Barista Hustle has handed over operation of its Barista Hustle Tools offshoot to California-based start-up Fellow. Fellow says that while it is taking over engineering, manufacturing, distribution, and sales of the Barista Hustle Tools line, Barista Hustle Founder Matt Perger will still be heavily involved in the development stage of its products.
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Eversys’ Cameo appearance

When 2012 World Brewers Cup Champion Matt Perger made a speech about his involvement in the development of Eversys’ new machine at Host Milan 2017, he spoke about the consumer mentality of ‘guilt’ that harmed the sales of 1950s US brand Betty Crocker.  The promising product took a dive when home cooks were unable to admit to partners they baked a cake from a packet mix instead of taking the time to make the product from scratch. Matt told audiences that the coffee industry had experienced a similar ‘guilt trip,’ with industry members conditioned to look at a superautomatic machine and think of “low quality”, and a “non-player” in the market, which has held back consumer support.
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